Maximize Growth as one team – How marketing and Sales can work together

It seems like every day we hear stories of companies that failed because they didn’t work together. They had two separate departments with conflicting goals.

This is why sales and marketing should always work together to maximize growth. When both teams focus on the same goal, everyone wins. In fact, when sales and marketing work together, they can achieve double-digit growth year after year.

In this article, I’ll teach you how sales and marketing can work together to increase revenue, reduce costs, and create long-term relationships.

What happens when sales & marketing work together

Marketing and sales are often seen as opposites. But it doesn’t have to be like that. In fact, there’s a lot of evidence showing that companies with well-aligned sales and marketing teams outperform those without. This is because sales and marketing collaborate to achieve common goals—and both sides benefit from doing so.

According to the Aberdeen Group, sales and marketing alignment can result in a 32% YoY revenue gain.


The most important thing about having a strong sales and marketing alignment is that it helps ensure that the company is getting the best possible return on investment from its marketing spend. If sales and marketing aren’t aligned, it’s easy for one side to try to take advantage of the other. And while some companies still operate with silos, many others realize that they’re losing out on opportunities to improve customer experience and increase revenue.

In addition, if sales and marketing don’t align, it becomes harder to build trust between the two teams. Without trust, it’s hard to get people in each department to do their jobs effectively. 

A recent study found that just 46 percent of marketers described sales and marketing as highly integrated at their companies.


The evolution of sales and marketing

Sales and marketing are no longer separate entities. They are now considered equal parts in the customer journey. This shift in thinking has led to the creation of the funnel, which has been divided into different stages. In addition, consumers are less likely to buy a product or service if they do not know enough about it. To help companies reach customers where they are, there are several ways to align sales and marketing efforts. Here are three tips:

  1. Create an internal sales force within the marketing department. This way you can provide support for each other throughout the process.
  2. Use marketing automation tools like HubSpot to automate sales processes. These tools allow marketers to set up automated emails, landing pages, and follow-ups based on specific actions taken by prospects.
  3. Integrate marketing and selling strategies. By integrating both departments, you can ensure that every aspect of the customer experience is aligned. You can use data insights to understand what works best for your target audience.

Collaborating between sales and marketing can help companies increase their revenue.

Sales and marketing teams often don’t collaborate well because there is little communication between them. They rarely talk about what they’re doing and how it affects the overall success of the company. This lack of understanding causes both groups to lose sight of their respective goals. In addition, salespeople aren’t always aware of what marketing is trying to accomplish, and vice versa. But there are ways to overcome these obstacles and build a successful relationship between sales and marketing. Here are three steps you can take to start working together successfully.

Step 1 – Understand Each Other’s Goals

The first step toward building a solid partnership between sales and marketing is to understand what each side wants out of the deal. For example, salespeople want to close deals, while marketers want to increase brand awareness. Once you know what each group needs, you’ll be better able to communicate effectively with one another. You might even find that you have similar goals. If you do, great! Now you can focus on achieving those common objectives.

Step 2 – Communicate Frequently

Once you’ve established your goals, make sure everyone knows where you stand. Don’t wait until the end of the quarter to tell your boss that you haven’t been getting enough calls. Instead, set up regular meetings to discuss progress. These conversations will allow you to identify problems early and fix them before they become major issues.

Step 3 – Set Up Meetings Between Your Teams

If you’re looking to strengthen your relationship, consider setting aside some time every week to meet face-to-face. Schedule weekly meetings during lunchtime or after hours. During these sessions, review your current status and plan for the future. Discussing your successes and failures will give you insight into what works and doesn’t work. By identifying areas of improvement, you can move forward with confidence. 

According to research, almost 24 percent of salespeople say they need better qualified leads from their teams.


Why do you need to integrate marketing and sales tools?

Marketing and sales teams are constantly working together to maximize growth. However, both groups have different objectives, and sometimes these objectives conflict. One group wants to generate leads, while the other wants to close deals. Both groups need to understand the needs of the other, but they may not always agree on what those needs are. Technology can help bridge this gap by automating certain tasks and allowing marketers and salespeople to focus on the things that matter most. For example, email marketing software can automatically send emails to prospects, giving salespeople time to close deals. Similarly, CRM systems can track lead activity and assign follow-up actions to sales reps, freeing them up to focus on closing deals. These tools can save hours of manual data entry and give salespeople more time to focus on selling.

Furthermore, integrating marketing and sales tools helps companies streamline processes and reduce costs. For instance, when salespeople use an automated tool to create new leads, they no longer have to spend valuable time manually entering information. The same goes for marketing departments. When they use a CRM system to manage leads, they no longer need to rely on paper files to organize contacts. As a result, companies can save money

Understand your audience

Marketing and sales teams are two different departments within any organization, but they’re both responsible for growing revenue. While salespeople focus on closing deals, marketers focus on creating awareness around your product or service. However, these two groups aren’t always aligned. Marketers may assume that their job is only to sell and that salespeople are solely focused on closing deals. So, they end up trying to sell without understanding the needs of their audience. Conversely, salespeople may feel like they’re not getting enough support from marketing, and they may try to push their ideas onto the team without consulting with them first. These miscommunications can lead to missed opportunities, lost deals, and unhappy clients. To avoid these problems, both sides of the equation need to understand their audiences. By working together, you can ensure that everyone is on board with the same vision for growth.

Additionally, it’s important to note that there are many types of customers. You may be targeting B2B buyers, but you also want to reach out to consumers as well. If you don’t know how to target each type of buyer, then you’ll miss out on potential business.

You both need to understand your audience so you can best serve them. What are their needs, wants, desires, fears, and concerns? By understanding your customer’s pain points, you can now identify ways to address them through your content and messaging.

Use customer feedback

When it comes to listening to customer feedback, it’s important for both marketing and sales teams to understand the difference between good and bad feedback. Bad feedback is anything negative that doesn’t align with your product vision, such as complaints about missing features or poor service. Good feedback is any kind of suggestion that aligns with your product vision, like suggestions to improve functionality or add new features. By understanding the difference between these two kinds of feedback, you can ensure that your team is working together to achieve the same goal: maximizing growth.

The best way to collect feedback is by asking customers directly. This avoids having your team misinterpret what they hear, and it ensures that everyone involved understands exactly what the customer wants. However, sometimes it’s impossible to ask customers directly, especially if you’re dealing with large numbers of customers. In cases like this, you can still gather valuable insights by analyzing customer behavior. The data you collect can reveal patterns of interest, which you can use to inform decisions regarding your product roadmap.

For example, let’s say you notice that certain customers tend to click on certain links within your website. From there, you can decide whether those links are worth adding to your navigation menu. Or maybe you see that some customers prefer to read articles written by certain authors. These are just two examples of ways that you can analyze customer behavior to figure out what your customers really want.

Once you’ve identified the things that matter to your customers, you can focus your efforts accordingly. This will result in happier customers, and ultimately, increased revenue.

Better qualified leads

Customer journey maps and customer feedback surveys are two great ways to understand your customers’ needs and improve your sales process. By creating a map of your customer’s path to purchase, you can see exactly how far along they are in the buying process and identify any pain points or barriers that could prevent them from completing a transaction. Once you understand these areas, you can focus your sales efforts on addressing them. You can also use customer journey maps to gain insight into your competitors’ journeys, allowing you to stand out by offering something different. And since you already know your customer’s journey, you can easily incorporate customer feedback into your own product development cycle. This increases the likelihood that you’ll deliver a product (or service) that meets their needs and keeps them coming back for more.

Plus, when you have a clear picture of where your customers are in the buying process, you can create targeted campaigns that reach them at precisely the right time. For example, if you find that most of your customers are researching products before making a decision, you might choose to send emails to them after they’ve made up their minds. That way, you don’t waste your resources sending messages to people who aren’t interested in purchasing your product or service.

According to CSO Insight, only 44 percent of companies have formally agreed upon the definition of qualified leads between sales and marketing.


Spending more time with your clients can uncover new opportunities to grow your business.

One of the most effective ways to increase your sales pipeline is to spend more time with current clients. Asking questions about their business goals, challenges, and pain points allow you to better understand their needs and develop strategies to help them succeed. It also gives you an opportunity to build rapport and trust, which helps you earn repeat business.

Furthermore, spending more time with existing clients allows you to spot potential problems early on. If you notice that one of your clients isn’t performing as well as expected, you can take steps to address the issue before it becomes too big of a problem.

Listening is an essential skill for any salesperson.

Listening is an important skill for any salesperson to master. It’s especially important for B2B marketers to understand the needs of their prospects and customers. By understanding these needs, you can craft messages that resonate with your audience and keep them engaged.

Listening is also a great way to gain insight into your prospect’s current situation and challenges. This knowledge can help you identify pain points and gaps in your product offering, allowing you to position yourself as the solution provider. ou access to additional leads. These leads may already be familiar with your product or service, or they could be prospects who haven’t yet made a buying decision. Either way, these contacts give you another opportunity to introduce yourself and your company, and to establish a stronger connection with them. By getting to know your clients and understanding their needs, you can tailor your messaging to meet their individual needs and preferences. This creates a much more personalized experience for your clients, which builds trust and encourages repeat purchases.

Analyzing Success & Failure – look at the data

Marketing departments collect tons of qualitative and quantitative data about how effective their strategies are. They use it to make decisions about where to spend money, what to change, and whether to continue with a particular tactic. But often, there isn’t enough information to tell exactly why something worked or failed.

Data helps marketers know how to make improvements. Marketing teams can analyze their successes and failures to learn what worked and what didn’t. This allows them to adjust their strategies accordingly.

A survey revealed that one of the main obstacles to sales and marketing collaboration was the lack of shared data on target accounts and prospect profiles. 

However, when companies share this data, salespeople and marketers have a clearer picture of each other’s strengths and weaknesses. This enables both sides to collaborate effectively and improve performance.

Sales and marketing teams can work together to create a common set of metrics and KPIs (key performance indicators) to measure success.

Sales must provide insight into what’s working and what’s not. Salespeople understand customers and their buying behaviors better than anyone else. If they don’t provide feedback about what’s working, marketing won’t know what to do next.

Sales must give insights into what’s not working. Without this knowledge, marketers might waste resources trying to implement ineffective tactics.

One thing I’ve learned from my experience is that if you want to maximize growth, you need to be able to work closely with both the Marketing and Sales teams.

Sales and Marketing are both important parts of any business. They need each other.

Sales, and marketing work together like two sides of the same coin. They both have their own strengths and weaknesses, but when used correctly, they can complement each other perfectly. For example, if you’re selling a product that requires a lot of research and development, then marketing will be key to spreading awareness of your brand. On the flip side, if you’re selling products that require little effort to produce, then marketing may be better suited to promoting your company. Either way, working together means that you can achieve maximum growth.

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